Brand Tone

Sophisticated, Elegant, Understated, Confident, Conscious, Thoughtful, Warm & Approachable

Brand Values

• •Timeless Design & Enduring Style
• •Quality Craftsmanship
• •Sustainability & Ethical Production
• •Modern Minimalism
• •Conscious Consumption
• •Understated Luxury

Best Practices

• •Maintain a sophisticated and elegant tone through minimalist design and refined language.
• •Emphasize the brand's commitment to sustainability and ethical production.
• •Highlight the quality craftsmanship and timeless design of the products.
• •Use understated and confident language, avoiding overly bold statements or flashy logos.
• •Address customer concerns and feedback promptly and transparently, focusing on improving customer service experiences.

Social Perception

Dear Frances is generally perceived as a desirable, high-quality, and ethically conscious brand known for its 'quiet luxury' aesthetic and commitment to sustainability and timelessness. It is viewed as an aspirational yet attainable luxury brand that offers investment pieces providing lasting value.

Copy Examples

• •Discover timeless elegance crafted in Italy. Dear Frances shoes are designed for enduring style and conscious living.
• •Invest in quality, not quantity. Our 'slow fashion' approach ensures each pair is meticulously crafted with sustainable materials and ethical practices.
• •Experience the 'quiet luxury' of Dear Frances. Modern, minimalist designs that speak volumes through their exceptional craftsmanship.
• •Step into a world of conscious consumption. Explore our collection of timeless footwear, made to last and designed with the planet in mind.
• •From our Italian artisans to your wardrobe, Dear Frances embodies a commitment to enduring style, ethical production, and modern minimalism.